企业科技创新与品牌价值关系的实证研究

An Empirical Study on The Relationship Between Technological Innovation and Brand Value

摘要:

随着我国国力的提升和经济全球化的进程,我国的品牌经济时代已经来临,品牌逐渐成为企业的核心资源,是企业竞争的重要手段之一。而科技创新是提升品牌价值的途径之一,但企业的资源是有限,不可能同时加大各种要素投入和同时提高各种科技产出来发展品牌资产,为了探明各种科技要素投入和各种科技产出对品牌资产的不同影响,本文以连续5年进入中国500强企业中的86个企业为样本,分别用科技创新的投入和产出维度与品牌价值做多元回归,结果表明：投入和产出两个维度都正向影响品牌价值,其中研发经费投入存量、研发人员投入存量和研发经费投入强度都正向显著影响品牌价值,但研发人员投入强度的影响不显著；三种专利产出也都显著正向影响品牌价值,且质量高的专利影响更大。

Abstract:

As China"s national strength and the process of economic globalization, brand economy of our country has come, the brand gradually becomes the core of enterprise resources, is one of the important means of enterprise competition. Technological innovation is one of the ways to enhance the brand value, but the resources are limited, can not simultaneously increase the variety of inputs and improve production technology development of brand equity, in order to study the various elements of science and technology input and output of science and technology of various different effects on brand equity, taking 5 consecutive years to enter the 86 Chinese enterprise 500 companies in the sample, respectively, with technological innovation input and output dimensions and brand value to do multiple regression, the results show that the two dimensions of input and output have positive effects on brand value, including R D funds, stock investment in the stock of R D personnel and research and development funding intensity has a significant positive effect on brand value, but the effect of R D personnel the investment intensity is not significant; three kinds of patent outputs are also positively affect the brand value, and patents with high quality have greater impact.